Marketing and generating traffic are at the core of modern business, but their nature is often misunderstood.
Many people think that marketing is about constantly bragging and packaging products in a dazzling way, as if this is the only way to attract customers.
In fact, this approach is not only difficult to effectively increase sales, but may even disgust potential consumers and have a negative impact on the brand image.
The essence of marketing: creating a sense of participation and topicality
The real purpose of marketing is to create value for the brand and attract attention, not simply to tell everyone how good the product is.
Ordinary consumers often have a "bloodthirsty" mentality when shopping, and they especially like to explore the shortcomings of products or create topics.
The key to marketing should focus on creating an atmosphere of ambiguity so that consumers can voluntarily participate in discussions rather than passively accept propaganda.
A successful marketing campaign usually contains topical or controversial elements.
Even if it seems like a mixed bag on the surface, as long as the topic continues to be popular, it can be regarded as a successful marketing.
After all, the primary goal of marketing is to increase your brand’s visibility, not to try to please everyone.
As the saying goes: "No matter how good you are, there will always be people who hate you." However, converting those "hate you" into traffic is a clever marketing technique in itself.
Generate traffic: attract attention and stimulate interaction
Traffic is the basis of marketing, but marketing activities that only have traffic but lack a sense of participation will ultimately be short-lived.
For example, some brands spend a large amount of budget on advertising on social media. Although they attract many clicks, the content is bland and uninteresting and fails to stimulate discussion or interaction, resulting in low traffic conversion rates.
On the contrary, truly good marketing will deliberately design content that "makes people have something to say."
Whether it is a humorous short video, an emotionally resonant story, or even a slightly controversial topic, it can stimulate consumers' desire to discuss.
This sense of participation not only extends the life of the topic, but also leaves a deep impression on the brand in the minds of consumers, further extending the brand's vitality.
Avoid boasting and focus on customer needs
One of the main causes of marketing failure is that brands are too self-directed.
Many companies believe that as long as they repeatedly emphasize the advantages of their products, they can impress consumers.
But in fact, consumers are more concerned about: "What benefits can this product bring to me? Can it solve my needs?"
Therefore, successful marketing must start from the customer's perspective, using vague but attractive language to arouse curiosity, so that consumers spontaneously want to know more.
Rather than trying to shoehorn your brand values onto your customers, give them an incentive to participate and make them feel like they are part of the brand story.
From buzz to loyalty: continuity in marketing
A good marketing campaign not only creates a topic, but also allows the topic to drive consumer participation, ultimately forming a high degree of exposure and deep impression of the brand.
When consumers participate and have an emotional connection with the brand, they will actively become supporters of the brand.
This sense of participation is the key to continuing the vitality of the brand.
The essence of marketing is not to simply display products, but to make consumers willing to actively participate through ambiguous words and clever interactive design.
Truly successful marketing is not about bragging, but making good use of topicality and participation to push the brand to higher levels of popularity and attention.
Only in this way can the brand stand out in the fierce market competition and achieve long-term success and development.
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Good products are a basic condition that should be met.
But more often than not, marketing always trumps the quality of the product itself.
Otherwise, you might think: Why are there so many excellent series of products from the same period still submerged in the torrent of history?
Ultimately, I just don’t understand what sustainable marketing is.
After all, I have never made any money, how can I do a sustainable and long-lasting operation?
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